* Cac yeu to anh hu'dng den hanh vi tieu dung thu'c an nhanh ' tai cuTa hang tien loi ; &TP Ho Chi Minh "^ '••^ - TRAN THI NGQC CHAO' DANG LE PHCfdNG XOAN" NGUYEN TOAN DCfdMG"" Torn tat Thdng qua khdo sdt 312 khdeh hdng tgi 14 eda hdng tiin lgi d TP Ho Chi Minh, kit qud nghiin cdu da cht ed yeu tddnh hudng di'n hdnh vi tiiu dung eda khdeh hdng, gom: (1) Chdt luang sdn phdm ihUe dn nhanh; (2) Chdt lugng phue vu cda nhdn vien; (3) Khd ndng phdn phdi eda eda hdng; (4) Chinh sdch gid cd; (5) Chinh sdeh chiiu thi; (6) Ye'u toTdm ly cd nhdn vd (7) Yiu tdXd hdi Tff khda: cwa hdng tien lgi, hdnh vi tiiu ddng, thtie dn nhanh, TP Ho Chi Minh Summary After a survey of 312 customers at 14 convenience stores in Ho Chi Minh City, the study reveals factors influencing consumers purchasing behavior, including (1) Fast food quality; (2) Service quality; (3) Distribution capacity; (4) Price policy; (5) Promotion policy; (6) Individual psychological factors and (7) Social factors Keywords: convenience stores, purchasing behavior, fast food Ho Chi Minh City Gidl THIEU Trong cudc sdng hien dai ngdy d cdc dd thi ldn, khd'i Iffdng edng viec ngdy cdng nhilu, dp Iffe tiet kiem thdi gian tdng cao, vi vdy ma nhu cdu ve sff tidn Idi, nhanh ehdng, nhffng vdn dam bdo chd't Iffdng, ve sinh an toan thffe pham ede bffa an cua ngffdi ddn mdt tang Ciing vdi dd la sff phdt tnen cua ehudi cde effa hang tien Idi d TP Hd Chi Minh da tao dilu kidn thudn ldi ebo vide kinh doanh ede loai thffc an nhanh dffdc chd bidn, ddng gdi san Chinh nhffng dilu kidn thudn ldi ve cung va cau tren da tao ndn mot thi trffdng day tiem nang kinh doanh bdn Id thffc dn nhanh tai cdc effa hdng tien ldi TP Ho Chi Minh Tuy nhien, van chffa cd nhieu dl tai nghidn effu, phdn tich ve tbi trffdng va nbu cau ciia khdch hdng ITnh vffc ndy Do dd muc dieh eiia nghidn effu nham kham phd cdc yd'u td'vd sff anh hffdng cua cae yeu td dd ddn hanh vi lffa chon tidu dling san pham thffe dn nhanh tai effa hang tien ldi Tff dd, dl gidi phdp nham hodn thien va xay dffng chid'n Iffde phu hdp, hieu qua thu hut, phuc vu tdt hdn nhu cau ngdy edng da dang eua khdeh hdng c o s d LY THUYET VA M H I N H NGHIEN CC/U Cd sd iy thuydt Nhdm tdc gid nhdn thd'y, md hinh quydt dinh tieu dling (EBM) ciia Enge], Blackwell va Miniard (2001) Id mieu ta rd rang nhd't cdc Iy thuye't vl hdnh vi tidu dilng Md hinh nghien elTu day dii anh hffdng cua nhdm ye'u id, bao gdm: ydu id lien quan de'n khdeh hdng (nhff: yd'u td tam Iy, cd nhdn); yd'u to' lien quan de'n dnh hffdng cua mdi trffdng (nhff: xa hdi, van hda) vd cd ydu td' lien quan ddn san phim marketing hon hdp (nhff; ehd't Iffdng san phdm, chinb sdch gid ca, khd ndng phan phd'i va ebinh sdch ehidu thi) Vi vdy, nhdm tde gia xdy dffng md hinh nghien ctiU de xua't dt/a trdn md hinh quye't dinh tieu dung EBM (Hinh 1) Trtfdng D^i hpc Ngoai thi/dng Cd sd II tgi TP Ho Chi Minh I Email: tuanduongftu@gmail.com Ngdy nhdn bdi 17/06/2017; Ngdy phdn bi^n 11/08/2017; Ngdyduy?! ddng: 17/08/2017 Economy ami ForecaM Revi 73 HiMH 1: m o HIMH NGHIEM Cffd Cblt lining sin phim Chal liDTUg pbyc vv cOa nh§ii vini Chinh skh ffi ci KM nang phin phSi cAa cua hang u ^ ien mnh\i tieu diing Cbuih sich chigu thj Y ^ lo lam \i, ci nhan Yeul6xilhdi HINH 2: S d DO KET QUA MO HINH MGHIEN CHQ P I = 0,149 X l - C h d l l u g n g sin pblmUliic an nhanh X2-Cbatlin7nep! X3 - K l i a n a n g p h ^ p h i X4 - Chlnh sach gii Ci X5 - Chinh sach chieu Ih] Cdc ydu td md hinh dtfdc dien giai nhff sau: Hdnh vi tieu dung la toan bd nhffng hoat dpng lien quan trffc tidp tdi qud trinh tim kie'm, thu thdp, mua sdm, sd hffu, sff dung, toai bd san phdm, dieh vu Nd bao gdm ca nhffng qud trinh quydt dinb dien trffde, vd sau cac hanh ddng dd (Engel, Blackwell, Miniard, 2001) Chdt lugng sdn phdm la tdng thd cde ehi tidu, nhffng dae trffng kinh td ky thudt ciia nd, thffc hien dffdc sff thoa man nhu cdu dieu kien tieu dung xdc dinh, phu hdp vdi cdng dung, ten gpi cua san ph^m ma ngffdi lidu dung mong mudn (ISO 9001:2000) Chdt lugng phuc vu cda nhdn viin la ehd't Iffdng ma khaeh hdng chi ed the ddnh gid dffde sau da tie'p xiic vdi nhffng nhan vien phuc vu trffc tidp, tffc Id da ed trai nghiem nhd't dinh vl sff phue vu eua nhdn vidn (Malhotra & etv, 2005) Gid cd hay chi phi dffde xdc dinh la nhiJng thff, ma ngffdi lieu dung phdi ehi tra de ed dffdc san pham hoac dich vu Chi phi bang tien la sdtien dffdc tinh bang ddn vi tien le cu the md ngffdi tieu dung phai ddnh dd chi tra eho san phd'm hodc dieh vu (Kotier & Keller, 2005) Khd ndng phdn phdi cua cda hdng Id tap hdp nhffng tinh ndng ma effa hang dem lai irong viec cung cap mdt san pham hay dich vu, de' nd trd nen san cd vao thdi diem khdch hang mong mudn tieu dung (Kotier & Armstrong, 2010) Chiiu thi la nhffng boat ddng nham tdc ddng, ldi kdo, chidu du ngffdi mua vl phia minh, nham ban dffdc 74 hdng hda nhieu hdn, nhanh hdn (Kotier & Armstrong, 2010) Yeu id' Tdm ly - cd nhdn, dae bifit Id phong edeh sdng ed dnh hffdng manh me ddn hanh vi tieu dung, mua sam ddi san ph£m (Kotier & Keller, 2005) Yiu tdXd hgi gdm nhdm tbam khao, gia dinb vd dia vi xd hpi Nhdm tham khao Id mdt nhdm gdm cdc ihanh vien cd eiing ngudn gdc, ludi, ndi sdng, lim vide, sd thich (Engel, Blackwell va Miniard, 2001) Phffdng phap nghidn clhi Thdng qua phong van trffctid'pkhach hdng bdng bang hdi tai 14 effa hdng tien ldi TP Ho Chi Minh, vdi: 03 effa hang Circle K; 03 effa hdng B's mart; 02 c^a hang Shop & Go; effa hang Ministop; 02 effa hang New Chd; 02 effa hang Family Mart, vao cdc khung gid khac vd trdi diu cde ddi tffdng khach hdng cde nhdm luoi, nghi nghidp, gi6i tinh khac de cd the ed dffde kdt qua khdch quan nhat, dam bdo khd ndng dai didn eho long the cua mdu Nghien clhi dinh Iffdng dffdetienhanh vdi 312 bdng hdi dffdc thu ve hdp Ie vdi 35 bie'n quan sdt dd lffdng khdi niem cung Id bid'n doe ldp ciia md hinh Toan bd dff lieu hoi ddp se dffde xff 1^ bang phdn mlm SPSS KET QUA NGHIEN CUU 1^ qudphdn dch h^ so Cronbach's A^ha Ket qua phdn tich Cronbach's Alpha effa cdc phan thang cde yg'u to dnh hffdng de'n bdnh vi tieu diing dffflc trinb bay Bang Kei gim phdn tichym tdkhdm phd (EFA) Kdt qua phan tieh EFA dffde th^ hien d Bang Cu the, ket qua kiem dinh Bartlett la 4890,093 vdi mffc y nghia Sig.= 0,000 < 0,05 (bdc bd gia thuydt Ho: ede bi^a quan sdt khdng cd tffdng quan vdi tdng the) Dieu chffng id dfl lieu dung de phan tich ydu td hoan toan phii hdp He sd KMO dat 0,848 (0,5< 0,848 1, thi cd ye'u td dffdc nit Gid tri phffdng sai trich la 68,540% > 50% dat yeu cau , Nhff vdy, cd tiid ndi rdng, yeu id giditiiieh68,540% bien tiiidn eiia dff lieu Sau tidn hanh chay phdn tieh EFA ldn ddu tidn, ke't qua cua bdng xoay cdc ydu td eho tha'y, tat cd 29 bidn quan sdt diu ed hd sd'tdi Idn 0,5 va ehung dffde phdn ldm nhdm ydu td nhif thang ban ddu xdy diAig Ket qua xoay ydu td'vd phdn nhdm dffdc tdng hdp Bang Kit qua phdn tich hoi quy Kd't qua phdn tieh md hinb hdi quy tuydn linh bdi chi tat ca yd'u td deu tac dpng ddn hanh vi tieu dffng san pham thffe an nhanh lai ede effa bang tidn Idi (Hinh 2, Bang 4) Cu the, cdc he sd beta phffdng tiinh hoi quy deu cd gid tri dffdng Dieu cd nghia Id ta't ea cdc gia thuydt ddi md hinh nghien cffu dffde chap nhdn d mffc y nghia 5% Ndi cdch khdc, ca ydu td' trdn deu cd quan he tbuan chieu vdi hanh vi tieu dffng sdn phd'm thffc an nhanh d effa hang lidn ldi Kdt qud gid tri R^ hidu chinh bang 75,4% nghia la 100% sff bien dpng cua bidn phu thudc hdnh vi lieu dung cua khdch hdng, thi cd 75,4% sff bie'n ddng la cdc bidn ddc lap anh hffdng, edn Iai Id sai sd ngau nhien hoac cdc ye'u td khdc ngoai md hinh Nhtf vdy, md hinh dffa giai thich dffdc thffe td' d mffc tdt Gid tri thd'ng ke F dffde tinh tff gid tri R^ eua md hinh day du, gid tri Sig ra't nho (bang 0,000< 0,05) cho thay, gia tiiuyd't Ho bi bdc bd Dieu ndy cd nghia la md binh hdi quy tuydn tinh bdi phu hdp vdi dff lieu vd cd tid sff dung dffde Gid tri Durbin-Watson dat dffde la 2,067, nam khoang tff de'n Theo do, ta chap nhdn gid thuye't khdng cd sff tffdng quan chudi bac nhd't md hinh MOT SO KET LU^N vA DE XUAT Nghien cffu da chi yeu td'_ anh hffdng vd mffc tde ddng eua nd dd'i vdi hanh vi tieu ddng san pham thffc dn nhanh effa hang lien Idi, dd ye'u to Chat Iffdng phuc vu eua nbdn vien cd mffc dd tdc ddng Idn nhat Tren cd sd, nhdm tdc gid de xuat cde kidn nghi sau: (1) Yiu td Chdt lugng lugng phuc VM cua nhdn vien Kdt qua P, = 0,261 da chffng minh mffe dd anh hffdng tich cffc ciia no Khach hang thffdng chu f den thai dp, phong each, tdc phong cua nhdn vidn phue vu viee todn, hodc hd trd tff va'n ve san pham cho khach hang Neu cdc effa hdng tien Idi ed thd nam dffdc tam Economy a"tl Forecast Review BANG 1: TONG H d P KET QUA KIEM DINH CRONBACH'S ALPHA SfTbi^n H^sS' quan s a i C r o n b a c h ' s Alpha §TT Big'n d d c l a p v a Bjg'n phu t h u $ c Cha't lirong san p h a m thu'c an nhanh 0,819 Chat lifting phuc vo cua nhan vien 0,867 Kha n a n g phan phoi cua c i a h^ng 0,828 Chinh sach gia ca 0,833 Chinh sach chieu thi 0,858 Y e u to cam ly - ca nhan 0,874 Y ^ u t6 xa hoi 0,862 H a n h vi ti6u d&ng 0,853 BANG 2: KET QOA CAC HE SO TRONQ EFA Yg'u t6' c S n d a n h gia So sanh Gia tri c h a y b a n g Gia tri Sig k i e m dinh Bartlett He so K M O Phifcfng sai trich 0,000 0,000 < 0,05 0,848 0,5< 0,848 50% Gia tri E i g e n v a l u e 1,152 1,152>1 BANG 3; KET QUA EFA THAMH PHAM THAMG DO CAC YEQ TO ANH HffdNG BiS^n quan sat NV2 NVl C h a t lifdng NV4 p h u c vu NV5 NV6 SP5 SP7 Chat lifdng sdn SP6 phim SP3 SP4 PP2 PPl Kha nang PP6 phan phoi PP7 PP3 CT2 CT3 Chlnh s a c h chidu thi CT4 CTI GCl GC4 Chlnh sach GC2 gi^ca GC3 TL3 T a m iji - ca TL2 nhSn TL4 XHl XH2 XahSi XH3 N h o m yfe'u tS* S 0,844 0.760 7=;o 7?5 0,650 0.741 738 0,733 0,727 678 0,818 OSOt* 0,753 O.MI 0.672 n,R4fi 87.7 0.751 0.717 0,790 0,771 0,766 0,721 0,864 0,820 0,814 0,815 0.809 0.792 Mgudn: Ket qua Kit ly du' lieu tCr phan m e m ly nay, thi viec ddo tao ddi ngu nhdn vidn chuyen nghiep, cd thdi dd lich sff vd sdn sang giup dd se mang lai cam tinh vd Idng trung cua khdeh hang ddi vdi effa hang (2) Yiu td Chinh sdch gid cd Vdi kd'l qua [3^ - 0,250 cho tha'y, yeu Id' chinh sdch 75 hang cung cd tdc ddng nhat dinh tdi quyet dinh cua khdcb hdng Khdch hdng thffdng hi anh hffdng bdi nhiftig ldi Idiuydn, sSi thieu cua gia dinh, ban be hay dong nghiep Do ho ludn cd nhu cau mudn hoa nhdp vdi mdi trffdng xd hpi xung quanh minh Vi vay, cdc nbd kinh doanh ciJa hang tien Idi neu chu J, quan tam 6in khia canh nay, lap ede chien Iffdc kinh doanh hidu qua, Idm hdi ldng khdch Mng, thi nhiftig ldi quang cdo truydnrnidngticTi gid cd cd tac ddng ldn thff hai tdi quyet dinh eua khdch cffc tff khdch hdng dd'n khdch hdng hang mudn tieu dung san ph£m thffc dn nhanh d khdc se cang lang ldn effa hang tien Idi Gid cd hdp ly, phii hdp vdi chd't Iffdng (6) Yiu td Chd't lugng sdn phdm sdn pham, canh tranh hdn ede nha hang thffc an nhanh Kd't qud P| = 0,149 chi rang, khach khdc, hay ihffdng xuydn ed cdc chffdng trinb khuyen hang thffc sff ddnh gid eao ldm quan mai,fftidai ve gid cho khdch bdng la nhiJng hinh thffc tiong cua sff da dang, miii vi eua cde san kinh doanh bieu qua, rd't dffdc khdch hang ffa chuong pham Ihffc an nhanh bdn d cdc effa hang vd cung Id "chd't keo" di thu hut ho den vdi san phdm lidn ldi, ciing nhff sff tidn dung, thim mi ihffc an nhanh cua effa hdng tien ldi cua bao bl san pham (3) Yiu td Chinh sdch chieu thi Khdch hdng eung ddnh gid cao tam Vdi ke't qua p, - 0,207 giai thich viec thffc bien quan eiia ve sinh an lodn thilc cdc hoat ddng chieu thi ddy manh vide ban hang, nbff: pham, VI cdng cd nhilu khach quang cdo, xdy dffng thffdng hidu la nhiJng viec Iam hang chd ddn va'n dd sffe khde can thie't Theo ket qud khao sdt, khach hdng cd th^ quyd't dinh tidu dung bd't ky sdn pham tie'p nhdn thdng tin ve san pham thffc an nhanh cua effa ndo Vl vay, da dang hoa sff lffa chon, hang tff nhieu ngudn khdc Do dd, effa hdng can dam bao ve sinh an todn khdu san xuat, md rdng cdc phffdng thffc truyen thong, nhff: qudng edo gia tdng sff tien ldi tieu dung IS ngoai trdi (pano, bang hieu), quang cao tren bdo cW, nhiJng chie'n Iffde khdn ngoan ciia cac tren truyen binh, hay tren internet effa hdng tidn ldi (4) Yiu tdKhd ndng phdn phdi eua cHa hdng (7) Yiu toTdm ly - cd nhdn Vdi ket qua P, = 0,196, tiu yeu id'nay dffde ddnh gid Vdi ket qua p^ = 0,117, thi ddy Id la mdt nhfftig die'm manh giup effa hdng tidn ldi yeu \Q cd mffc dd anh hffdng thdp nhat cd the canh tranh dffdc vdi cae nha hang thffc an nhanh 07 yd'u td' Ye'u td' lien quan dang rat phdt trien hidn va giup thay doi thdi quen dd'n phong cdch sd'ng vd tdm Iytieudung dffng bffa tai quan an truyentiid'ngcua ngffdi ddn Tinh eua khdch hdng Trong Id'i sd'ng hien dai, ndng lao ndn sff khde bidt bda cho effa hdng tien ldi la cdc effa hang tien Idi dang ed mdt ldi £h^ vi tri va thdi gian hoat ddng thudn tien Idn Hp edn tim nhiMg nhu cdu ve tSm Iy eua khach hdng di phuc vu mdt cdch (5) Yiu tdXd hdi Kd't qua p^ = 0,166 cho thd'y, anh hffdng tff mdi tdt nha't nham giff chan vd ed thdm dffi?c trffdng sd'ng, nhifng ngffdi than quen xung quanh khdch nhidu khdch bang trung thdnh • BANG 4: TONG HqJP KET QGA CAC YEG Td CAN DANH GlA TRONG PHAN TICH H | QUY So sinh Y^u t^cln Sanh ^ Gifi tri cli?y Iiang 0,871 R 0.759 R= 0,754 (=75,4%) R^ hieu chinh 0,000 < 0,05 0,000 Sig cua kiem dinh F 2.067 0